2. What is Branding?
• A Brand is:
– A product, service
– A trademark
– A customer’s belief in the promise of the product/service. (No body
ever got fired for buying an IBM).
• The Economic value that accrues from such a trust in a brand is
called Brand Equity
A brand is a promise of satisfaction
• Branding is the process of continuous struggle between consumers
and producers/marketers to define that promise and meaning.
Source: Mathew Halley
3. Why Branding?
• Reinforce a good reputation
• Encourage Loyalty
• Assure Quality
• Convey a perception of greater worth
• Grand the customer entry into a community of shared values.
• Create uniqueness and niche
• Create opportunities for consumer participation with the nrand
4. What is Digital Branding?
• Using digital Earned
media to revitalize Media
the relationship
between a brand
and the audience.
Paid Own
Media Media
5. What are the different forms of
Media?
• Earned Media- Social Social
Networks, Sharing and Wiki. Media
Publicity for which the brand
has not paid for. It’s audience Affiliate & Display
talks about the brand and Network
this becomes pervasive.
• Paid Media- Display
advertising, affiliate
marketing, search engine eMail
marketing, mobile marketing marketing
Search
email etc.
• Own Media- A brand’s own Mobile
website, it’s packaging, it’s
emails to own database,
visiting cards etc.
6. Why do companies do digital
branding?
Simple!
• Because the consumers (buyers
and influencers) trust and spend
more time on digital today.
• The digital media is more Integrating digital media with TV
economical OOH , Radio or Print creates a
• Digital media is more measurable multiplier effect!
• Digital media offers a lot more
insight into consumer behavior
• Digital media allows for much
more targeting options
• Digital media can be switched on
and off or paused almost on-
demand. (Very flexible)
7. Domino’s-A case
• Hungry Kya > Khushiyon ki home delivery>Ye hai rishton ka time
• Functional > emotional> evolved emotional
• replays the fact that Domino’s time is the time which people spend
together in a casual and informal way and it leads to the bonds, that
people share, becoming stronger, warmer and more livelier
8. Web and Mobile Food Ordering
Interactive one-click access to blog, video, mobile app and offers. The visuals, offers
And ads all talk about happiness resulting from spending time with loved ones.
9. Search Presence
You can search for pizza or domino’s and you can find domino’s web URL
As well as their locations
Both paid search and organic search results coupled with map location and facebook page
Appear on the first page of Google
10. Mobile App
Can order from anywhere. Can track your order as well. Customize your order.
Today’s youth is on mobile. Domino’s promise of fast delivery can now be tracked.
Youth want to experiment and create their own mix. ( One can also order from web)
11. Domino’s Blog
• Clearly focused towards
interacting with domino’s
friends and followers via
gossip, laughter and stories
.
• Consumers collaborate via
comments , contest
participations and their own
writings (poems, incidents
etc.)
12. Domino’s Facebook Presence
3.1 m fans
1.6lac talking about domino’s
Header> delineates the core
Positioning
Great way to engage with fans
In terms of giving offers, playing
contests, recognizing
Domino’s fans, creating better pizzas,
and introducing new
launches.
13. Domino’s on Twitter
Rishton ka time positioning.
Real time connect with customers. Instant vouchers and offers
Real time updates and listening to complaints!
14. Infosys-Digital Branding
• B2B Brand
• High value products and services
• High involvement decision making
• Talks to the ‘C’ suite
16. Infosys Blog
Blogs written by Infosys employees
And experts on various technology
And business challenges.
Establish thought leadership.
17. Webinars & Videos
Engage decision makers,
Influencers and future leaders
Into Infosys way of looking
At how they can help leverage technology
So that the firms can serve better and earn better.
Video and interactive webinars also enhance trust and interaction + they give a more humane
Face to a B2B vendor like Infosys
19. Infosys-Social
Infosys leverages twitter for
-guiding followers to it’s
Press releases, webinars ,
Whitepapers and videos
Facebook apart from
leveraging
The above is also used to
Interact with future
Employees and events
Participation update
21. Digital Branding Process
Execute
Identify channel
Identify Analyze Create a
digital specific
the T.A. behavior Positioning
channels communic
ation
Segments, Based on SEO, Each channel to
Consumption Consumer SMO
Demographics Have a specific
behavior Aspiration Paid Search
And communication
Psychographics And your USP Mobile Ads/App format and
Display Ads objective
E Newsletter
22. Various Digital Channels
Earned Media Own Media Paid Media
Social Networks Website SEM
Sharing Platforms Blog Display
Online Press Release Email to own database Affiliate
Forums & Wiki SEO Network
eMail marketing
24. Facebook Users
With 62m users, India is
the 3rd largest country on
Facebook today!
Total online population in
India is 137M! (3rd largest
Online population in the
World)
25. Twitter Users
India is the 2nd largest twitter using country and perhaps the most engaged in the world!
26. Digital Branding Techniques
Display
Ads
Rich
Kiosks Media
Ads
Digital
Branding
Co- Techniques Video
Branding Ads
Real-
Gadget
Time
Ads
Ads
27. Display Ads
• Display Advertising is
graphical advertising on
the World Wide Web
that appears next to the
content on web
pages, IM
applications, email, etc.
The images displayed
may be static or
animated.
• Much more attention
grabbing than text ads.
Display Ad
28. Rich Media Ads
• Are like display ads, but much more interactive
and entail animation, video, audio, text and
image.
– Standard Banner- flash or gif. Loads with
the site
– Floating Ads: These ads move across the
page in the form of a reminder or even
start off as a floating ad and then turn into
an in-page advertisement. They usually
show up in the form of a layer over the top
of a current page that the viewer has
– Expendables- As one mouse-overs, the ad
expands and then comes back to it’s
original size in some time.
– Transitional- Ad appears while the web-
page is loading or in between 2 web-pages
– (interstitials and homepage takeovers)
Glider Ad
– In-Stream- Pre-roll or post roll video ads.
29. Gadget Ads
• Launched by Google in 2007-08
• Consumer can click a certain
area, learn more about the
advertisers right there, and
decide to continue.
• This results in highly targeted
advertising and marketing efforts
where the users are fully aware
of the site's content before going
to the advertiser website.
• Ads can be in the form of a game
• Or a miniature version of a
website
30. Real Time Advertising
• Implies reacting to real time
events and leveraging social
channels like twitter and
facebook to communicate in
real time-in the form of ads
– Orio , a few days back in
Superbowl, during a 34
minute power outage
– Starbucks during a
snowstorm
31. Video Ads
• Types
– In Stream- These type of video ads
can appear
• Pre-Roll: before the start of a
video content
• Post-Roll: After the conclusion
of the video content
• Mid-Roll: during the video
content
– Overlay Ads: These are often text
ads that are shown as a
transparent horizontal bar at the
bottom of the video screen. These
can also be video ads, which if
clicked start playing that particular
video and pause the earlier one.
32. More Video Ad Formats
• In Banner Video- Video can be
played inside a banner. Can be
controlled by user.
• In Text Video- Video ads
activate when a user mouse
overs a highlighted or
underlined text in any content
33. Co-Branding
• When 2 websites partner to expose their
products and customers to each other in a
mutually beneficial way.
• Powerful way of introducing one
company's products and services to the
loyalists of another
• Works when the two sites have
complementing products or services
– A US to India calling card site tying up
with an online travel site
– A used car site tying up with a car
certification site
– A new car research site (carwale) tying
up with used car listing site (OLX) Apple and Nike come together
To launch a sports kit.
34. Co-Branding Benefits
• Cost Savings
• Instant access to targeted and relevant users
• Rub-off effect from the other brand
35. Widgets
• Web Gadgets also • Desktop widgets are
placed on the desktop
called ‘widgets’
• Works by accessing
• Small web applications internet
that can be embedded
• Can display
within a website to games, weather, ads, clock
offer interactivity , feeds etc.
• Widgets can show- • No need to visit a specific
ads, twitter feeds, blog site-always on the
articles, weather, photo desktop.
slideshow etc. • May require a ‘holder’ or
• Website specific. a ‘toolbar’ to be installed.
• No impact on SEO • No impact on SEO
36. Create Display Ad-Using Google
• Log on to
adwords.google.com
• Click on
Campaigns>Ads>Create New
Ads
• Choose a theme or a design
• Click to edit and work
38. Image Ad
If you already have an
Ad designed by a
Professional agency,
You can just upload the ad
And Google will start
Showing and tracking the
Ad performance across
Google network
40. Creating a Display Ad
• Put
– Headline
– Description
– Edit the click
button
– To write your
preferred ‘call-
for-action’
– Add an image
– URL of the
landing page You can select one or many ads-sizes.
– Name your ad Ad will be automatically created in all selected sizes
41. Put Animation
• You can add an
animated
Text or an image in your
ad
By clicking on animation
tab and
Configuring-
effect, duration and lag
42. Guidelines For Creating An Effective
Display Ad
• Choose easy to view colors
• Use color combination of
your website
• Create a strong & visible call
for action
• Make sure that the final Highlight
Include
Call for
frame of the ad shows all the price
your USP action
important information pieces and offer
and call for action
• Make parts of ad which are
clickable clearly identifiable
• Single and focused
messaging
44. Buying Online Media
Digital media is traditionally purchased via the following
mechanics:
1. CPM - Cost per Thousand Impressions (Mille-1000) - High risk often
mechanic for prime inventory
2. CPC - Cost per click - Favourable but still element of risk
3. CPA - Cost per acquisition - Most favourable
50. Works on CPA
No additional cost
May have to
Compromise
on branding
•DGM, Shoogloo
•Makemytrip, yatra,
•ebay
51. Buying & Targeting Options
• RoN: Run on Network: Ads are run through the available
inventories on a website or network across time bands
• IP/Geography Targeting- Ads are shown only in particular
geographies
• Time Parting/Scheduling- Ads are shown only during select time
schedules
• Contextual Targeting- Ads are matched with the content and are
shown
• Behavior Targeting/ReMarketing- Showing specific ads to specific
users based on their content interest.
55. Consider
• A travel portal like Yatra or an Airlines like
Spicejet
Spends a considerable amount in print and TV.
Why?
– Brand building helps boost clicks on display ads
– TV and print ads boost search volumes-thereby
boosting SEO traffic
– Due to both the above the cost of acquisition online
goes down drastically
57. Buying: is not the ‘only’ conversion
• Brochure download
• Subscription to newsletter
• Participation in a contest
• Survey Participation
• Test Drive
• Sharing with a friend
• Acquisition (in the form of lead)
• Buying
• Etc.
